The communications proposal outlines plans to increase visitor numbers at Singapore Zoo through a multi-phase social media marketing strategy. Phase 1 involves establishing zoo personalities on Facebook and Twitter to build engagement and drive visits. It also aims to enhance the actual visitor experience through mobile apps and promotions. Phase 2 expands localization and explores gamification through mobile apps to further interactions and advocacy. Key goals include boosting repeat visits and new revenue streams through deeper customer relationships online and offline.
4. Background 1) Approximately 20/80 tourist-local visitor ratio 2) 30% increase of tourist visits over last year 3) 6% increase of local visits in previous year Source: financial and attendance reports 06-09
5. Business Objectives Increase the number of visits from: repeat visitors (of local) unique visitors (of tourists) Maximize existing & creation of new revenue streams Driving more awareness of existing activities that market the Zoo as a social space (events, F&B) (http://www.expresstravelworld.com/20091130/market08.shtml) Exploring sponsorship and donation opportunities Further consultation required to validate assumptions
61. I’ve been once before and want to see what’s newTourist Further research required to validate assumptions
62. Target Audience: Insights Convenience (Primary Audience) How can I benefit from a repeat visit experience? Exhibits, F&B, relevant social events Do I compromise on quality of these services just because I’m at the zoo? But I must plan my own trip and I may miss out on something Unique experience (Secondary Audience) “You’ve seen any zoo once, you’ve it all” What interactions define a unique experience? Service Exhibits, shows Personal take-away from visit What experiences can I share and follow beyond the visit? Further research required to validate assumptions
63. Communications Objectives Long Term To demonstrate the Zoo as a convenient environment that offers unique and quality 360 experiences. Short Term Build deeper interactions with core services Driving awareness and persuasion Preparation of interaction (setting expectations) Depth and range of experience Sustaining the relationship beyond Supporting advocacy Gain greater credibility as provider of quality support services (F&B, events, customer service) Further consultation required to validate assumptions
79. Website 4 Overview: Meeting Objectives Blogs credibility as provider of quality support services Conversion: Booking & Zoo Visit EDM ATL 3 Reach Twitter 2 deeper interactions with core services Facebook Fanpage 1 Education programmes Attention Interest Desire Action Decision making process
80. KPIs Increase in visitor # 5% increase in yearly visitors (1.64m)= 82k additional visitors Yearly Increase in restaurant customers Yearly Increase in event attendees 3000 followers, 3000 fans within first 6 months # of quality interactions (comments, photos, videos) from customers in new channels 2% of total visitors (1.64m)= 32,800 interactions/year (2733/mth) = 12,000 interactions within first 6 months # of zoo visitor issues solved 1 per week= 52 real experiences enhanced
82. Discussion Active response mechanism Resource requirements Audience assumptions Research requirements Market Segmentation Perceptions, barriers to conversion Behaviour online/offline Brand identity alignment Local competitor analysis
83. Appendix Solutions Phase 1 Phase 2 2. Case Study Review San Francisco Zoo Houston Zoo Maryland Zoo
84. Phase 1 Social tools: Roles 1 FACEBOOK Marketing Exec Fan page as general marketing platform To compliment website info push Drive awareness promos and events Updates from all exhibits To begin conversation, siphon the initial group Incentivize fan following Driving fans from website, facebook ads, EDMs and collaterals Facebook exclusive updates/promos Contests Development of high-quality database and behaviourial understanding Creation of media opportunities (sponsorship) and drive to donations
88. Open events to attendCreation of media opportunities (sponsorship) and drive to donations Marketing Exec Dept heads
89. Phase 1: POS activities Enhancing the actual visit Drive visitors online to support actual visit Website fact sheets (of next exhibit) Twitter feeds Incentivize Pop quizzes Exclusive animal encounter sessions 3
90. Phase 1: Online credibility Blogger engagement Food KOLs Event planning agencies Create KOLs, in-depth documentation and sharing of an experience Providing a common place for them to share their opinions Schedule planning (service) F&B (support) Zoo experience (core) 4
91. Phase 2 Solutions Full facebook profiles for key zoo personalities - if response warrants Localization Of communications China social networks (sales agent), India, ASEAN Viral Internal culture of capture and share Cute case studies going viral - awareness of exhibits Driving traffic to other online assets Zoo game facebook app
92. Phase 2 Solutions Location Based Services iPhone app Itinerary planner (maximise your visit)- must see animals, scheduled showtimes, drive to transport and F&B outlets Customized Podcast download Location tweets Tag tweets, photos, videos to (street)map to relive and share experience with friends Location-sensing applications Supporting offline experience (photos) with online information Blutoothupdates ATL Driving engagement with exhibit personalities “Catch up with your wildest friends” Rewarding sustained online engagement Increasing awareness of support services http://ifones.com/review-disneyland-ca-planner/